UK Centre for Tobacco Control Studies, University of Nottingham, Nottingham, United Kingdom.
PLoS One. 2012;7(1):e29871. doi: 10.1371/journal.pone.0029871. Epub 2012 Jan 5.
Since the implementation of the 2002 Tobacco Advertising and Promotion Act, point-of-sale (PoS) tobacco displays are one of few remaining means of communication between the tobacco industry and customers in the UK. This study aimed to explore the characteristics of tobacco displays in a UK city, and particularly to assess the tobacco prices and promotional offers, types and pack sizes on display.
Digital pictures of PoS displays were taken in 117 small retail shops in Nottingham in mid 2010. Data were analysed using Windows Photo Gallery software and SPSS version 16.
Just over half (52%) of cigarette packs on display were packs of 20, and 43% packs of 10. Cigarette prices differed substantially between brands, ranging from £4.19 to £6.85 for 20-packs, and from £2.12 to £3.59 for 10-packs. Forty four percent of cigarette packs and 40% of RYO (Roll-Your-Own) tobacco pouches, almost exclusively lower priced brands, were displayed with a pricemark, implying a promotional price offer. Eighty percent of 20-pack cigarette brand or brand variants on sale were priced below the EU-defined Most Popular Price Category (MPPC) for the UK in 2010; 45% were priced below the Weighted Average Price (WAP), which replaced the MPPC in 2011.
PoS displays communicate value by displaying a high proportion of lower cost brands, and smaller and hence lower-cost packs, and by displaying price discounts on packs. The MPPC substantially overestimated the prices at which most 20-cigarette packs were available. Removal of PoS displays will prevent this means of price marketing but our study also suggests that minimum pricing of 20-pack cigarettes, prohibition of sale of cigarettes in packs less than 20, and plain packaging to prevent pricemarking are necessary if price is to be used effectively as a tobacco control measure.
自 2002 年《烟草广告和促销法案》实施以来，英国烟草业与消费者之间为数不多的沟通渠道之一就是销售点（POS）烟草展示。本研究旨在探索英国某城市烟草展示的特点，特别是评估展示的烟草价格、促销优惠、类型和包装尺寸。
2010 年中期，在诺丁汉的 117 家小型零售商店中拍摄 POS 展示的数码照片。使用 Windows 照片库软件和 SPSS 版本 16 对数据进行分析。
展示的烟盒中，超过一半（52%）是 20 支装，43%是 10 支装。不同品牌的香烟价格差异很大，20 支装的价格从 4.19 英镑到 6.85 英镑不等，10 支装的价格从 2.12 英镑到 3.59 英镑不等。44%的香烟包装和 40%的自卷烟烟草袋（RYO），几乎全是低价品牌，都贴有价格标签，暗示有促销价格优惠。在销售的 20 支装香烟品牌或品牌变体中，80%的价格低于 2010 年欧盟为英国定义的最受欢迎价格类别（MPPC）；45%的价格低于加权平均价格（WAP），2011 年 WAP 取代了 MPPC。
POS 展示通过展示高比例的低成本品牌和更小、因此成本更低的包装，以及展示包装的折扣来传达价值。MPPC 大大高估了大多数 20 支装香烟的价格。取消 POS 展示将阻止这种价格营销手段，但我们的研究还表明，如果要有效地将价格作为烟草控制措施，还需要对 20 支装香烟实行最低价格、禁止销售 20 支以下的香烟包装，并采用平装包装以防止价格标记。
